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Supporting a B2B event with social media
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Transcript of Supporting a B2B event with social media
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PULLING POWER
What social media can do for B2B events
@TopLineFounder
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WHAT SOCIAL MEDIA CAN DO FOR YOUR B2B EVENT
•Drive participation•Value to sponsors / exhibitors•Connect with people not attending
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8 STEPS TO SOCIALISING A B2B EVENT
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STEP 1: MAKE IT SOMEONE’S PROBLEM
•Social media is NOT free •It will NOT just happen•Someone needs to be accountable•But they need support and ‘buy-in’•And they need resources
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STEP 2: INVESTIGATEResearch: •Where is your audience? •What is their need? •How can you meet that need?•Who is talking to them already?
Tools: •Search functions on LinkedIn / Twitter / Google•The telephone •Partner publications •Twellow.com•Browse LinkedIn groups•AllTop, Technorati, ecairn
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STEP 3: IDENTIFY FRIENDSInfluencers and allies:•Editors and journalists•Colleagues•Exhibitors•Speakers•Advertisers and sponsors•PR people•Industry (Twellow)
Approaching them: •Gauge influence (Grader)•Online AND offline•Consider what’s in it for them?
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STEP 4: CHOOSE YOUR MEDIA
•Twitter → lists, hashtags•LinkedIn → events, groups•Facebook → events, advertising, pages•Foursquare → badges, awards•Blogs → own and existing, guest•Slideshare → speaker presentations•YouTube → channels•Podcasts → speaker presentations•Mobile apps → custom, ots
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STEP 5: GIVE A LITTLE •Retweet •Offer prizes •Stroke egos / #ff•Provide thought leadership forum•Badges•Organise a Twitter chat•Teach exhibitors •Stimulate discussion•Be regular
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STEP 6: MAKE IT EASY
•Website integration •QR codes•Guides •Use offline (posters & collateral)•Push involvement opportunities•Showcase Twitter feeds
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STEP 7: MEASURE
•Google Analytics•Survey attendees, staff and exhibitors•TweetReach •Grader•Community growth
Compare to previous events
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STEP 8: ADJUST
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WHY SOCIAL MEDIA CAMPAIGNS FAIL: •Lack of commitment•Falling at the first hurdle•Massive backfires•Lumped on the intern•Confused with spamming•Forgetting about the offline •Trying to cheat the system•Poor research•Responsibility not allocated
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IF ALL ELSE FAILS, SEEK HELP
Social media consulting & trainingVideo production / Conference TV
B2B public relations www.TopLineComms.com
www.B2BSocialMediaGuide.com